When sales opportunity is great but people resources are limited, Devin Paullin suggests taking a strategic approach to Pharma marketing through developing an e-promotion plan- a low cost alternative to traditional marketing. This article outlines the major components of this strategic plan and provides useful insight into applications.

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Factors, issues, and insights into different Pharmaceutical marketing practices, i.e. Personalization, Consumer Education, Online Compliance Programs, and eDetailing, are explored briefly in this informative article.

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Although doctors are increasingly using the web for their drug information, it is becoming more and more difficult to gain and hold their attention. The feeling among physicians is that the current incentives provided to utilize the internet promotions are not large enough.

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The Bush administration has published a report titled “The Decade of Health Information Technology” that outlines plans to modernize the nation’s health care system through the use of information technology. The report lays out a set of government guidelines for technology related products and computer systems in doctor's offices, hospitals, insurance agencies, labs, and pharmacies, to help facilitate communication and allow for more efficient information sharing between these health related industries. Link to NYTimes article

Novartis contracts Ask Jeeves to act as a Q&A medium to Web site visitors. This will help increase the quality of each user experience, combining technology and marketing strategy.

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A recent study done by DoubleClick and Beyond Interactive shows the cost-saving benefits of advertising on the internet, specifically for Pharmaceutical marketing purposes.

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According to a new study by Manhattan Research, many physicians are finding their way to the Internet for information about medical education, treatment options, prescription drugs, and even for completing some CME credit requirements. This research shows that the interest level from the physicians is growing rapidly, mainly because of the speed and ease at which they can access a lot of useful information.

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Physicians are using email to communicate professionally more and more, yet the communication between physician and patient has yet to catch on to this method.

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Critics are unsure if DTC pharmaceutical advertising is helping to actually generate the need for drugs instead of helping to cure the diseases. (article includes comments from the CEO of Consumer Health Services)

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The learning curve for Search Engine Marketing is surprisingly steep still. More direct marketers need to catch on to the possibilities that Search can open for Pharma marketing. Many do not even plan to leverage Search this year at all.

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